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Douglas White of PRDA Asia presents the 3 trends in impacting social media in 2011. Mobile, China and Service Centres
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PRDA
Your Total Social Media Solution Provider
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Asia825,100,000
21% penetration
Europe475,100,000
58% penetrationNorth America266,000,000
77% penetration
December 2010, Internet World Stats NA + Europe < Asia
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Why Social Media
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Why social media
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PRDA - Trends
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PRDA - Trends
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PRDA - Trends
Evolution
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Mobile
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PRDA - Trends
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Mobile the new PC
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Mobile - China dominates
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China
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China
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China - Travel and Blogging
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Evolution
2008
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PRDA - Trends
2009
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PRDA - Trends
2010
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2011integration, staffing, advertising and measurement are all key areas of focus for social media strategists in 2011.
Call centres
BenefitsCostTurn key Quality controlCommon business rulesCentralised skill setsnon-core capability
Liability
Customer resistanceOrganisation restructuringPoor linkage to organisationTalk
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Social Media Service Centre - 5 step process
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1. Listen
2. Content creation
3. Publish4. Engage
5. Analytics
Step 1 - listen
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Listening (monitoring) is the most important component of social media strategy. It is the front line for brand protection and effectively influencing online conversations.
Listen to:WhoWhereHowCustomer infoCompetitor infoSentimentCrisis alerts
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Step 2 - content creation
Be part of the conversation. Influence and add value. Be relevant to your fans. With effective listening comes the knowledge to craft relevant content.
Content:RelevantExcitingInfluentialSEOColloquial/ localShareablePositive
Step 3 - publish
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Content published to branded sites. Using 9 channels and proper placement brand content has maximum impact. With effective listening comes the knowledge to place and participate effectively in conversations.
Publish:BrandedMulti-channelTargetedMultilingualCountry specific
Step 4 - engage
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Engagement is unique to social media. Amplify positive messages. Interact with fans. Manage conversations and protect the brand. With effective listening comes the knowledge to enhance fan's brand experience and influence sentiment.
Engage:Deep consumer infoAmplify positiveMinimise negativeQ/AInfluenceCommunity management
Step 5 - analytics and measurement
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Business needs results. Analytics along with KPI's can demonstrate ROI or equivalent media value. Social media should be an investment that pays dividends
Analytics:ROIBrand positioningConversionShare of voice PR
Review
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Social media is big. The skills necessary to manage are not yet fully determined or readily available. Underestimating is probably the biggest challenge business will face going forward.
Consumber behaviour continues to shiftChina becomes increasingly distantEnd to End 24/7 solutions are necessary
MonitoringContent creationPublishing Engagement Analytics and measurement
Thank you
